subject: Website Dos and Don'ts [print this page] Website Dos and Don'ts Website Dos and Don'ts
A website is compulsory for most businesses. Nobody can argue otherwise when in so many industries, online search eclipses any other form of search.
But what should be included in a website? When does your old website need a makeover and what should definitely not be in your website?
Some straight forward rules can help secure a great website with a great return.
What's mandatory?
To attract and sell to prospects and clients, you need 5 elements... Keywords, Points of difference, Enquiry capture, Product and services content, Execution that aids in navigation and Editable content.
Keywords are what people searching for you might enter into Google. If you sell investment advice, terms like financial' and investment' will need to be prominent on your home page. Adapt your writing within reason to maximise keyword density'.
Points of difference are the reasons somebody should favour you. This should be prevalent everywhere in your business, and your website is no different.
Enquiry capture means not just making your contact details easily found (on every page plus more on your contact us) but might also mean an enquiry form for those searching after hours.
Content is critical. Provided it's useful, the more you tell the more you sell. If the visitor is a qualified prospect, provide as much information as you need to convince them to enquire.
Good design that aids in navigation adheres to an F' shape. Heat map tests show visitors' eyes follow an F in searching the home page for content and headings. Try to follow this in your menus, banners and other material.
The right Content Management Systems lets you self-edit words and pictures, upload files, create new pages and often more. But make sure it comes with the website and isn't subscription based.
What else should be considered?
News sections are a way to announce achievements, new product offerings, new staff and other facts. They also make your website look refreshed and this helps foster confidence in your company.
Testimonials help make visitors enquire. Make them specific and try to reveal a real identify. A. Smith' isn't as compelling as Allan Smith, Manager, Smith's Safety Wear, Melbourne'.
Visuals like galleries, video, backgrounds and flashy headers are a great tool. But don't over-use them. A flashy header looks professional if it's non-invasive. Video can carry testimonials and product demos. But host them at Youtube to conserve bandwidth. Galleries and pictures provide instant information and design elements that support your branding.
If you have a newsletter, provide an online sign-up mechanism. If you don't provide a newsletter, consider one.
If you might be accessed by those on the go, make sure your website is designed and coded for use on a mobile phone or tablet... especially if you sell to tradespeople or Gen Y.
Your design should be modern. Tables, borders, clunky menus and other older design elements make your company appear old and out of touch. Modern design can accommodate any brand positioning.
When should you make over your website?
If your website doesn't comply with the mandatories, it needs a makeover. But after that, try 3 reality checks.
First, makeovers are necessary if significant new strategic, operational or content issues emerge within your organisation. New brandings, strategic shifts and operational events can gain if reflected in your website.
Second, makeovers are necessary if customer research suggests you need it.
Third, makeovers are necessary if new navigational, aesthetic and structural norms come into play that affect website designs and what is perceived as current'.
What should be avoided?
Flash: Flash isn't friendly to Apple products. Other languages can achieve the same effect.
Facebook: Unless you sell to consumers, or you provide unique content on your FB page, it's probably not worth considering.
Frames: This is where only one part of the website moves when you scroll. Frames are disliked by Google and hurt your search-engine results.
Stock images: We play spot the photo-stock girl... we've counted more than 40 companies employing' the same receptionist. Take real photos of real people.
10 Point Checklist
1. Chase keyword density so searches find you in Google
2. Sell yourself and don't be coy on content
3. Capture enquirers 24/7
4. Make it easy to navigate
5. Include a content management system to self-edit your own website
6. Consider news, but keep it up-to-date
7. Include genuine testimonials
8. Include pictures and graphics but avoid Flash and use real photos
